Adidas and Celtic FC are on the verge of extending their successful kit partnership, as reported by Footy Headlines. This collaboration began in the 2020/21 season and is currently slated to last until the end of the 2024/25 season. The partnership has been a significant commercial achievement for both Adidas and Celtic, although specifics regarding the length of any future agreement have yet to be disclosed.
When the initial five-year deal was announced, it was celebrated as the largest kit sponsorship in Scottish sports history. This partnership has exceeded expectations, with Celtic achieving a remarkable feat by ranking among the top 20 best-selling football clubs in 2023. They generated an impressive £29 million (€34 million) from kit sales alone, highlighting the high demand for Adidas-branded Celtic merchandise. Both the club and Adidas appear eager to continue their relationship, given these promising sales figures.
Celtic has historically changed kit suppliers several times, transitioning from brands like Umbro, Nike, and New Balance before landing the lucrative deal with Adidas. Given the ongoing success of their collaboration, an extension is likely to be financially beneficial for both parties. However, the final details will depend on the number of years included in the new contract.
Adidas has not only provided the standard three first-team kits each season but has also expanded its offerings to include a wide variety of training apparel, special edition jerseys, and even Celtic-branded footwear. This diverse product range has resonated well with Celtic supporters, and it seems that the German sportswear giant is equally satisfied with the arrangement.
As discussions about the potential extension continue, fans and stakeholders alike will be watching closely for any updates. The enduring success of this partnership underscores the strong bond between Celtic and Adidas, promising an exciting future for both entities.